JMC Holidays will not re-use “misleading” advert

JMC HOLIDAYS has promised not to re-use a poster campaign after the Advertising Standards Authority declared it was “misleading”.

The advert, which ran between December 2000 and February this year, claimed it was possible to pre-book seats at no extra charge. A consumer who booked a flight, but no holiday, complained to the ASA when he was told there would be a £7 for pre-booking his desired seat.

A statement issued by JMC said the company accepts the conditions for free pre-bookable seats could have been clearer on the poster.